After months of speculation by technology aficionados, Apple, Inc. is expected to announce the details of the iPhone 5 when Tim Cook, the new CEO of Apple takes the stage on Tuesday, October 4th. The discussion has served as both the jewel and the bane of tech blogs and podcasts. Predictions, criticisms, and praise have been volleyed and the only sure thing at present time is that tomorrow’s media event will soon be followed by months of analysis and subjective observation as to whether or not the iPhone 5 is a successful product.

What most people fail to see, though, is that we already know more about the up-and-coming iPhone than we realize, if we just took a moment to understand that the majority of the tech writers are not asking themselves the right questions. They do not realize that the main reason the iPhone has been so successful to date is because Apple is a design-oriented organization and pushes itself forward through more of a holistic mentality. Instead of asking ourselves what we want the next iPhone to do, what specifications it should have, or what we want it to look like, we should simply ask ourselves “What does the iPhone want to be?” It is from this question that we can derive the future direction of the product line, because that’s the question that Apple likely uses to drive all future development of it’s products.

In my own humble, design-oriented prognostication exercise, here are a few key directions:

1. The iPhone wants to be UNIVERSAL. A cell phone is a useful tool, but only if it can be used wherever and however we want it. There are presently too many competing cellular standards out there, and I’m certain that Apple, Inc. would love to change that. The early days of railroads were plagued by the lack of standardized rail gauges and the present state of cellular communication is not much different. Apple has a vested interest in pushing for a more global standard in cellular service. The iPhone 4 was their first foray onto the Verizon network in the U.S., but to date it requires hardware that is not transferable to AT&T.

2. The iPhone wants to be SMALL. Cell phones are constantly with us, but they remain neither elegant nor convenient to carry and use. Their present form factor is either going to leave a bulge in our pockets, or get caught up in seat-belts if we strap it externally to our hip. The desire for a big, usable screen battles our requisite need to carry it around. The number one reason my wife feigns interest in owning an iPhone for herself is that until it’s available in a smaller form factor, she simply won’t want to tote it. In an era where LCD screens populate our living rooms, work spaces, automobiles, retail shops, and public spaces why do we need to carry more of them around? For those lucky enough to carry an iPad, do you still use your phone to watch movies, play games or go online? Probably not, since a larger screen in most cases equates to a better experience. Battery life to power these big screens has become a huge overhead in such a small device. Is it time that the interface begins to peel away from the flat, non-tactile glass that all smart phones sport these days?
photo credit: {Guerrilla Futures | Jason Tester}

3. The iPhone wants to be USABLE. How many times have you missed a call because you couldn’t fish your phone out of a pocket or purse fast enough? How many times have you missed a message because the ring was too muffled from being stowed in your pocket or briefcase? Does this sound like good design for a device that is supposed to primarily serve as a telephone? Thankfully the implementation of Bluetooth connectivity has solved most of these challenges for me while driving — I never have to worry about which pocket my phone is in, or struggling to see the screen to dial out or answer an incoming call. Instead, this information is integrated into the environment around me as my radio mutes and the dashboard visually notifies me of the call details whenever I’m on the road. Shouldn’t this be the model for the rest of my user experience?

4. The iPhone wants to be INTEGRATED. Steve Jobs first publicly described Apple’s overall desktop strategy as a digital hub back in 2001. Much has changed since then, but the need for a unification of our communications is more imperative than ever. Our smartphones have become our window to the world. They video conference. They keep us up-to-date with social networks. They push our calendars to our co-workers. They identify the pieces of information that would otherwise hold up casual conversations around the world such as the name of an actor or lyrics to a song. They find the closest gas station. With continuing development of cloud-based services, it’s safe to declare that the digital hub will continue to push ever further into our lives, and that devices such as our cell phone will become more omnipresent than they already are.

5. The iPhone needs to be SECURE. It only takes one negative instance to turn your user experience into a distrustful one. Apple knows that and to date has taken its share of criticism for restricting its iOS environment so tightly. When cell phones are used as our digital wallet, the stakes are at their highest. Ongoing development of the iPhone platform will undoubtedly carry further security mandates to anchor its reputation as dependable in both the consumer and corporate economies.

So what will the next iPhone look like? The only thing we know for certain is that Tim Cook will be sporting a highly finessed device that is designed to integrate with all the rich media hardware that Apple has worked so hard to create. As a designer, I look forward to seeing what form factor that becomes.

The word “Mobility” is soon to dethrone “Social Media” as the next buzz word – if it hasn’t done so already. By 2014, mobile web usage is expected to surpass desktop web usage. That stat alone should stop you dead in your tracks. As mobile devices continue to evolve and increase, the possibilities do as well. In an event or trade show environment, where desktops and laptops are even less convenient, mobile engagement is a tsunami of opportunity.

What is Group Messaging?

Group Messaging is pretty much as it sounds. Think SMS for multiple people. Group messaging apps like Beluga, Fast Society & GroupMe excel where most native messaging functions in mobile & smartphones are lacking. And if there were any stat any more alarming than the increase of mobile web usage, it would be that of SMS usage. Of the estimated 4 billion mobile phones across the globe, 3.05 billion are SMS enabled, but less than half are web enabled. SMS is a nearly universal mobile language.

One more advantage of Group Messaging over native SMS is the option to use your phone’s data service over your SMS service. Many people are charged per SMS or have capped rates. While Group Messaging can work over an existing SMS service, the ability to use Push Notifications via data (3G, 4G, etc.) is an added convenience.

How is it viable for events?

Unlike Twitter or Facebook, Group Messaging allows you to create a controlled environment for engagement. Where hashtags and groups serve their own purposes, Group Messaging is one less step away. There’s no need to launch an app or interface – instead, the messages are delivered TO YOU – at the top level.

The idea of creating a controlled platform combined with instantaneous conversations is a powerful one:

• Gaming – Organizers and exhibitors can create opt-ins for attendees pre-show and follow up with creative, incentive based messaging during the event. By creating a mobile arena, you have the opportunity to converse and control where they go, who they see and when they do it.
• Internal Organization –  When the lights turn on and your event begins, staff organization often times succumbs to the task at hand. Group Messaging is great for your team members to stay in communication with each other as the hours and days progress with status updates, last minute errands or just friendly photos and encouragement.
• Event “Pods” – MostGroup Messaging platforms allow you to name your groups as you add members to them. For larger events, this could be helpful for attendees to find conversations pertaining to speaking sessions versus the opening reception. Segregating these groups not only helps organize them, but creates opportunities for cross-popluating them with new members.

Are you a Group Messaging adopter? How have you been using mobile devices to converse in groups? What other opportunities do you see with Group Messaging and events?

As we continue to observe the increasing trend in mobile applications to the world of business and the trade show world, we’re happy to announce today that Tradeshow Insight has released an advanced web-app version, formatted for the iPhone, iPad and other mobile platforms. Powered by WPTouch Pro, this “hybrid” between an app and mobile website optimizes our blog and articles in a format that is fitting for the mobile environment and its ever changing landscape.

Some features included in this update:

• Web-App Enabled – Bookmark and use from your home screen. Enjoy a “browser-less” experience, with the latest HTML5 & Javascript technologies.

• Native iPad Use – Touch, scroll and swipe as you would a normal app. You already know how to use it!

• Support for future Tablets – As the “tablet war” grows, Tradeshow Insight will continue to adapt to the newest and brightest of the pack.

• Commenting – Fly in comments make reading and creating discussions a breeze – and fun!

• Real Time – Built on AJAX technology, comments are show immediately after posting.

• App Menu Popups – Browse pages, recent & popular articles along with tags and categories.

• Flickr Integration – Peek at recent photos from the trade show world from within a menu popup – Without leaving your article.

• Smartphone Support – Download the web-app for your iPhone and get the same features – on the go!

• Wide Platform Support – Tradeshow Insight Mobile now supports Android, Blackberry, Palm OS and Samsung touch mobile visitors.

To use a mobile formatted version of this site, simple visit tradeshowinsight.com and follow the on screen instructions to enable the web-app! Then, come back and tell us what you think!!

Earlier this year, Echelon Design sponsored a report that was tabulated by Exhibitor Media Group which outlined the current trends of social media in trade show and event marketing. In June, we released a white paper that highlighted a number of industry expert opinions on these ideas. Today, we’re releasing our first infographic, which is an interesting blend of these findings.

This guide is designed for anyone who is new to social media or looking to apply social media to their trade show or event marketing strategy. It provides an quick and interesting look at some of the most widely used tools and their application and effectiveness in today’s event world. Please enjoy and share your comments with us!

[click the image to view full size]

Social Media in the New Event World Infographic

You may notice an increasing breed of attendees at your next tradeshow, if not already. Tradeshow Zombies. It’s a frightening epidemic that has been fueled by a mutated ‘Tradeshow 2.0′ virus. What’s equally scary is that these zombies have done a fair job of fitting in. They even look like other attendees, with one major appendage: Smartphones.

Resistance is Futile

Unfortunately, there is little you can do to stop tradeshow zombies. They’re slowly evolving and quickly multiplying. There is one major difference between a regular zombie and a tradeshow zombie. While your traditional zombie feeds from your flesh and brains, the tradeshow zombie’s biggest threat to you is not knowing that you exist.

This new strain of attendees poses a hazard to your tradeshow exhibit. Exposure and saturation is critical to developing new connections and lead generation, but with the considerable increase of smartphone usage, your visibility is threatened. While most attendees come to an event to be social with each other and you, the exhibitor, you are now fighting for their attention from other social networks that exist in their hands.

One of Us…

Despite your cries for help, it’s best to just let this virus infect you and transform in to a tradeshow zombie yourself. Become aware of your attendees’ new agenda and their thought process at your tradeshow. Understanding what networks and why they’re using them at an event will help you adjust your strategy and reach them through the new streams in which they are gathering information.

Twitter has become increasing utilized at tradeshows. Most will set up an official hashtag for the event, creating a filtered stream of dialogue with participants. Additionally, many events will create sub-events for the virtual audiences to connect, like Tweetups. Be a part of these channels and network with these groups of individuals. Many will be tradeshow zombies.

Create a landing page for your event and optimize it for mobile viewing. Develop videos and photos from your event and publish them real time. Using tools to connect with them,  give your zombies a virtual feast and draw them in to your exhibit environment.

Embrace the fact that tradeshows are becoming shaped to fit mobile structure. Apps are being developed for specific events to include floorplans, conference schedules and social integration. Location based and geotagging apps have become flexible and can be formatted for tradeshows. Discover a level to be involved in these technologies, via sponsorship or development and find new ways to fuel your zombies.

Tradeshows and events will continue to evolve and organizers are introducing new layers of virtual environments for audiences to connect with each other, on-site and off. Understand what elements exist at your next event and transfer those ideas to your exhibit marketing strategy. Don’t let a tradeshow zombie feed on your anonymity.

We’re proud to announce the official release of our Tradeshow Insight app, keeping all the latest blog info, news, photos, videos and network updates at a touch.

Features

News - Take the latest articles from our blog wherever you go. Have access to full articles and share your favorite information via Twitter or email, right from the app.

Twitter/Facebook - All of the latest info from Echelon Design’s Twitter and Facebook networks are fed right to the app.

Movies - Our latest videos can be viewed from our YouTube channel, again, all without leaving the app.

Photos - See a gallery of the latest Echelon installations and photos from past exhibits and designs.

We are looking forward to rolling out a number of new features in the future. For now, you can download the app for free from  iTunes. Please give us your feedback and comments!

The iPhone has opened numerous doors for increased productivity on the go and as apps are introduced with little end in sight, there are seemingly more possibilities to shuttle that productivity to the tradeshow industry – as an exhibitor or attendee. Here are a few that you may want to consider before your next big event.

Business Card Reader

The name & image about says it. Take a photo and the text recognition software built into the app will import your contact’s details into your address book. Also, a built-in browser makes it possible to import LinkedIn profile details, without ever leaving the app.

Ustream Live Broadcaster

For exhibitors, Ustream Live Broadcaster can allow you to run live demos & announcements to be viewed by other app users as well as non-attendees. For attendees, it’s a great resource to share live information with off-site team members and colleagues.

Whiteboard Capture Pro

This handy app can easily be employed during event meetings and can be utilized as a simple organizer for written notes from you or others.

2Do

One of the overlooked functions of the iPhone is the calender. Seemingly unchanged since the device was launched, your meeting organizer gets a big boost with the addition of push notifications for tasks and synchronization with this app.

DC Scanner

Relatively new, Digital Collateral is an intriguing app for a Green tradeshow. Simply scan a barcode from an exhibitor, and all product information (brochures, etc.) are digitized to your iPhone, creating a paperless environment and alleviating shipping and printing of materials. Look for the first official DC-enabled event at Go Green Expo, January 22.

Foursquare has always been an confusing concept for me. The basic premise is understandable, but I could never understand WHY? Why would anyone care where I am at a given point, and how would Foursquare ever be relative to business? I quickly re-evaluated my questions as I remember having similar hesitations about Twitter…which have since been proven dead wrong.

What triggered my ‘AHA’ moment with Foursquare was this recent picture from @SocialJulio at CES this week.

This photo quickly unveiled an Intel partnership with Foursquare for the event. All of a sudden, Foursquare, at least it’s geolocation feature, seems to have opened endless possibilities:

• Taking tradeshows further – The clear example used here is likely to be emulated by additional partnerships and sponsorships at events in the future. Expect to see this concept integrated into more apps and utilized by exhibitors as well as show organizers.
• Retail Environments – A concept that is probably not in the too distant future, this technology will likely be adopted by the retail environment, particularly malls and condensed territories, to announce discounts, features and promotional items.
• Blue Sky – As GPS becomes accurate to inches, instead of feet, imagine an app dedicated to your grocery store ventures. Pre-organized listed items can be served up in reminders as you enter the very aisles they are housed. Couple that with additional product discount alerts and you’ve got one handy shopping assistant.

What are your thoughts on this form of geolocation utilization and what other forms do you see it taking in the near and distant future?

Image via "Submitted For Your Perusal Blog"

This evening, I had the unpleasantry of having my cell phone die while finishing some last minute Christmas shopping. While I am usually good about keeping my phone charged, a strange sense of desperation overcame me, knowing it would be HOURS before I would have a chance to utilize my little friend again. Even stranger was that my worry was not that someone may call in an emergency, but that I might miss an email, Tweet or text message.

Once hyperventilation ceased, I began thinking about how much of my important daily information lives in a cloud; phone numbers, addresses, messages, etc. I realized that aside from the phone numbers embedded in my head, pre-mobile era, that I don’t have more than a couple of these items memorized. I couldn’t help but wonder…Does this make me dumb?

The rapidity of technology has inarguably introduced some major conveniences for us, but are they coming at a cost? We don’t have to worry about remembering what our spouse needed from the grocery store because it’s stored in a text message. We aren’t forced to reflect on directions to get through to the other side of town because our GPS tells us when to turn.

Recent links between doing crossword and sudoku puzzles and the positive effects on preventing Alzheimer’s Disease seem to prove that simple tasks can have a lasting effect on our mental health. Are we simply taking advantage of technology by removing unneeded things and utilizing our brains for more important information? Or are we growing overly dependent and becoming Techno-Dumb?

The unfortunate product created by combining a struggling economy and face-to-face meetings has been a steady decline at tradeshows over the past 18 months. While this has increased the quality of the attendee, there’s still a large audience that your message is failing to reach. But down attendance is not synonymous with disinterest. In this climate, companies are being forced to send only individuals that are essential to their decision making process to events. Others simply opt out all together to alleviate the pinch. Still, there are a number of ways to market your brand to the face-to-face attendee and extend it to those who are missing.

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  USTREAM's Live Broadcaster App

  Live Updating – With the explosion of Social Media, using Twitter and Facebook are strategic methods to privy the non-attendee to important announcements in real-time. Even better, you can interact with those individuals and offer Q&A that can be supported by pictures and video clips. Plan ahead and send out at least 3 weeks notice to your target audience to allow them to follow you.

• YouTube - When 140 characters simply won’t do, use the power of video to display your product demos, presenters or to do a simple exhibit tour. Set up a playlist specifically for your event and develop pre and post show videos along with your content.

• Blogging – At the end of the day, write a quick summary of your experience; what you displayed, who you met with and give insights into the show to make your non-attendee feel as if they had been a part of it. Open it up to comments and engage with your audience’s questions and feedback.

• Streaming Video - With a little more planning, you can stream LIVE video at your exhibit. With Ustream and their free Live Broadcaster iPhone app, you can give your audience live interviews and product demos as they happen, in a simple and effective manner. Embed the video player on your website or blog and even interact with them by creating in-session polls.

• eNewsletter - At the conclusion of your event, send an email thanking those who attended your exhibit and give an overview of events to those who were unable to be a part of it. Integrate your tweets, comments & videos, along with others, to convey the experience of the exhibition.

Have you implemented any of these strategies? If so, what sort of results did you see?